Rolf Seegelken

Services

Tracking for reliable data and informed analysis

Modular support for tracking architecture, consent management, GA4, BigQuery and reporting - from initial review to clean handover. The goal is a robust data foundation that enables marketing budgets, landing pages and conversion funnels to be evaluated soundly and optimised in a targeted way.

Service building blocks

Services tailored to your analytics setup

Not every project needs every building block. Together, we select the topics that make sense for your setup and align the scope and depth with your existing tracking architecture and goals.

Tracking Audit

Clearly shows where the current technical implementation leads or may lead to incomplete, incorrect or inconsistent data.

Approach

Review client-side and server-side GTM containers, GA4, and relevant analytics and marketing tags for gaps and misconfigurations, and compare the implementation with existing tracking concepts or the expected behaviour. This also includes checking consent signals and consent-dependent tag firing.

Possible results

  • As-is vs. target comparison of the tracking concept and implementation or, if no tracking concept exists, a structured assessment of the current setup
  • Structured audit report - with optional results presentation
  • Concrete recommendations for resolving identified issues and sensible next steps
  • Proposed prioritisation of identified measures by relevance and urgency

GTM / GA4 Setup

Creates a maintainable setup in which events, conversions and marketing tags are aligned and traceable.

Approach

implement aligned tracking concepts, validate the dataLayer and configure GA4 and marketing tags cleanly.

Possible results

  • Technical implementation of aligned tracking concepts
  • Validation of the dataLayer implementation
  • Setup of analytics and marketing tags in GTM
  • GA4 event mapping
  • Setup of GA4 properties

Server-side Tracking

Provides more control over event forwarding and can make the measurement foundation more robust and transparent.

Approach

implement server-side tracking to fit the existing architecture and manage data flows to analytics and marketing platforms in a controlled way.

Possible results

  • Server-side setup with Cloud Run, Stape or JENTIS
  • Controlled event forwarding rules
  • Server-side GA4 integration
  • Meta CAPI
  • Google Ads conversion tracking
  • Additional platforms as needed

Data quality & consent management

Helps identify consent and tracking breaks early, before they affect analysis, reporting or marketing measurement.

Approach

review the CMP setup, consent signals, tag firing and data flows to reflect privacy requirements cleanly and support high-quality data collection over time.

Possible results

  • Review of the CMP setup
  • Review of consent signals and Consent Mode
  • Validation of tag firing and data flows
  • Consideration of race conditions
  • Monitoring and plausibility checks

BigQuery & Reporting

Makes data usable in clear reports and analyses for informed decisions.

Approach

combine and prepare data from BigQuery and other platforms for ad-hoc analysis and reporting.

Possible results

  • Ad-hoc analyses
  • Combining data from different platforms
  • Reports and dashboards in Looker Studio
  • Attribution models

Documentation & handover

Creates a transparent foundation for operating, evolving and handing over the tracking setup.

Approach

document data collection, tracking concepts, events and parameters so teams can work with them over time.

Possible results

  • Documentation of data collection
  • Central collection of tracking concepts
  • Documentation of events and event parameters
  • Documentation of relevant decisions and dependencies

Working style

Modern analysis workflows — used responsibly

Depending on the project, I use modern AI tools to speed up research, analysis, SQL and JavaScript support or structured setup validation. The level of usage is agreed in advance: from anonymised support without customer data to approved workflows using tools such as Claude, ChatGPT or GA4/GTM MCP servers. Confidential data, project IDs and personal information are not used without explicit approval.

Common questions

Practical questions about analytics consulting

What does privacy-compliant tracking mean?

Privacy-compliant tracking treats GDPR and other relevant legal and privacy requirements as implementation guardrails. Consent and rejection signals from the consent manager determine which analytics or marketing measurements may run. If data is collected without consent, it should be collected without identifiers: no user IDs, client IDs, advertising IDs, cookie IDs, device fingerprints, or other personal or pseudonymous identifiers should be sent.

What does a tracking audit include?

An audit reviews events, analytics and marketing tags, consent signals, data flows, and analytics settings such as GA4 settings. The findings and possible next steps are then discussed and prioritized together.

Does better tracking automatically improve ROAS?

No, tracking alone does not improve ROAS. But it helps evaluate campaigns, channels and conversions more reliably. This makes budget decisions, optimisation and testing much more informed.

Do you use AI tools in client projects?

Yes, but transparently and by agreement. Depending on the project, I use AI tools for research, structuring, SQL/JavaScript support or analysis preparation. Whether and which data may be used is clarified in advance.

What are the benefits of server-side tracking?

Server-side tracking helps control which data is sent to analytics and marketing platforms and which data is not. It can make data flows more robust and maintainable; whether it fits depends on goals, architecture, consent, and operational feasibility.

What is a tracking concept?

A tracking concept is developed together with stakeholders from business, marketing, or product management. It translates business goals and requirements into a concrete tracking implementation plan for IT and implementation teams.

What is a consent manager needed for?

A consent manager records whether users consent or reject. Its consent signals control which measurement and marketing activities may run or send data, ensuring those choices are respected.

How can BigQuery improve analytics workflows?

BigQuery makes raw analytics data accessible through SQL and allows it to be combined with data from other systems such as shop systems or marketing platforms. This supports data models, reporting workflows, and continuous data quality monitoring.

How do projects usually start?

Projects start with a short discussion of goals, stakeholders, and open questions. Together, we decide whether a full audit is needed or a short analysis of the existing setup is the right first step.

How can we work together?

Collaboration can be project-based or continuous; both models are billed monthly. Continuous collaboration has no fixed monthly minimum: it may be a few hours, several days, or sometimes no hours at all. I can prepare a proposal if required.

Next step

Which building block fits your setup?

Let’s briefly align on requirements, data quality and priorities — and derive the right next step from there.

Request an intro call

Briefly describe your setup and what you need. Then we can align on the right next step.

Request a call